Analisis Strategi Pengembangan Usaha Budidaya Burung Murai Batu (Copsychus malabaricus) di Kota Medan

Abstract

Murai Batu is unique compared to other songbirds. With its uniqueness, burung murai batu had a high selling price. The purpose of this study was to determine the characteristics of murai batu breeders in Medan City, to determine the income of murai batu breeders in Medan City, and to formulate a development strategy for murai batu farms in Medan City. The sampling method uses snowball sampling method and the data collected will be analyzed descriptively. The number of samples in this study amounted to 14 people, were divided into two scales based on the number of birds owned. The results showed that the characteristics of breeders were dominated by men with an age range of 41-50 years, high school education level, and 5-10 years of farming experience. The income on Scale I amounted to Rp. 25,806,827, and on Scale II Rp. 79,031,155. Income is obtained from the sale of 2-3 month old murai batu cheeper. Murai batu business is in Quadrant I with the strategy used growth-oriented strategy. The implementation strategy that used is product development, diversification, and market development.